A large number of press releases that are circulated miss the mark because they fail to grab the right kind of attention in an effective manner.
Here are five press release mistakes to avoid:
1) You are NOT the center of attention: Your press release should be written for your audience. You may have written an awesome book but what value does your work offer to the readers? A potential book buyer or customer will more likely be sold on the value of product or service rather than on YOU—especially if you’re not a “recognizable” name.
2) Don’t ADVERTISE. Press releases are meant to inform, not sell a product or service. It should offer valuable information, education or entertainment.
3) Poor Contact Information: Make sure you identify the best single point of contact and a correct phone number so interested media can reach you and get the best possible attention and response from you to meet their needs. There should be ONE key contact person, ONE contact phone number, ONE email address, and ONE url.
4) You didn’t include the 5 W’s: The Who, What, Where, When and Why of a press release is extremely important.
5) No call to action: You must tell the media what you want them to do with your press release. You need to tell them what you are asking for or suggesting they do after reading it. Then you might want to offer some incentives like free review copies of your book if you’re an author.